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Volume 25 No. 90
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Fight Sponsor Tecate To Offer Up To $50 Off Mayweather-Pacquiao PPV With Beer Purchase

Beer brand Tecate "is offering a rebate of up to $50" on pay-per-view buys for the May 2 Floyd Mayweather-Manny Pacquiao fight, for which it is presenting sponsor, according to Dan Rafael of ESPN.com. The company "is offering 675,000 mail-in rebate forms so customers can get money back toward their pay-per-view bill with the purchase of Tecate." For the PPV fight, which has a suggested retail price of $89.95 for standard definition, customers "can save $15 with the purchase of one Tecate or Tecate Light 18-pack, $30 with the purchase of two 18-packs, or $50 with the purchase of three." Tecate "is promoting its involvement in the fight through the #MyBoldOpinion digital campaign on Facebook, Twitter and YouTube (which includes amusing videos in which Hall of Famers Sylvester Stallone, of 'Rocky' fame, and broadcaster Larry Merchant discuss the fight)." Tecate Brand Dir Gustavo Guerra, whose company has offered similar promotions for major fights that it has sponsored in the past, said, "We know consumers react well to the mail-in rebates. And now here's a fight where the pay-per-view is going to be $100. It is expensive, and this will be very attractive for consumers. ... We have been sponsoring boxing since 2007. ... We wanted to increase our brand awareness and we will achieve it with this fight. It is like the Super Bowl of boxing, a gigantic sporting event. It's good for us. It's about credibility. We cannot have the luxury of being out of this fight. This is very important for us" (ESPN.com, 4/15).